Review of the Determinants of Indonesian Consumer Preferences in Choosing E-Commerce Applications for Shopping

Abstract

In today's digital era, technology has developed very rapidly. Technology such as smartphones, internet, social media have become inseparable elements of human life. E-life is the name for the results of technological developments and the advancement of internet development today. E-life means a life that is closely related to electronic needs. Currently, many activities are electronic based, one of which is doing business using e-commerce applications. Positive use of technology has opened new opportunities in business. Understanding consumer preferences is important for a business to be sustainable. Service, satisfaction, comfort, security in an e-commerce platform also play an important role in determining consumers in choosing to use an application for shopping. The security of an application in protecting personal data and consumer financial data is an important issue, although now there are many applications or e-commerce platforms that guarantee the security of consumers' personal data. The development of online shopping applications in Indonesia has provided many benefits to consumers, such as consumers can easily shop anytime and anywhere. One of the advantages that business actors can experience is reducing operational costs. The high use of e-commerce applications in Indonesia is also influenced using smartphones and easy internet access.